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All Journal Pixel : Jurnal Ilmiah Komputer Grafis Elkom: Jurnal Elektronika dan Komputer Jurnal Teknologi Informasi dan Komunikasi Journal of Engineering, Electrical and Informatics (JEEI) Journal of Technology Informatics and Engineering Jurnal Ilmiah Sistem Informasi Jurnal Riset Sistem Informasi
Candra Supriadi
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Computer Science & IT Control & Systems Engineering Education Electrical & Electronics Engineering Engineering Mechanical Engineering Other

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Perancangan Konten Sosial Media Untuk Meningkatkan Brand awareness Kamala Kopi Sekar Lintang Rachmawati; Agus Priyadi; Candra Supriadi
Pixel :Jurnal Ilmiah Komputer Grafis Vol. 18 No. 2 (2025): Pixel :Jurnal Ilmiah Komputer Grafis dan Ilmu Komputer
Publisher : UNIVERSITAS STEKOM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/pixel.v18i2.3123

Abstract

The coffee industry in Indonesia is growing rapidly and encouraging coffee shops, including MSMEs, to strengthen their branding strategies through digital media. This study aims to design and evaluate Instagram social media content to increase brand awareness of Kamala Kopi, a local coffee shop in Gunungpati, Semarang. The method used is the Multimedia Development Life Cycle (MDLC) with stages of concept, design, material collection, assembly, testing, and distribution. The content produced consists of music videos, promotional posters, and menu visuals, which were then tested through internal and external validation, as well as a questionnaire administered to 68 respondents. The research results showed a positive and significant influence of Instagram content on brand awareness of 1.007 with a coefficient of determination of 90.4%. These findings confirm that content on Instagram social media plays an important role in strengthening the visibility of SME brands and can be an effective strategy to increase brand awareness.
Co-Authors Agus Priyadi ARDIYANTO, TRI Buitas Ribka Letkamang Dani Sasmoko Dwi Setiawan Fujiama Diapoldo Silalahi Jarot Dian Susatyono Khoirur Rozikin Laksamana Rajendra Haidar Laksono, Bagas Aji Lawrence Adi Supriyono Mohammad Alfian Mudzakir Nia Dharma Pertiwi Nuris Dwi Setiawan Priyadi Priyadi Safira Fegi Nisrina Sekar Lintang Rachmawati Sigit Umar Anggono Sitinjak, Charli Supriadi, Candra Umi Kholifah Unang Achlison